Original article by By Michele Levine, Roy Morgan CEO
Market Research Update – Page: Online : 9-Sep-26

If you’re in Melbourne this week, you’ll have noticed an influx of Americans for the NFL season opener between the San Francisco 49ers and the Los Angeles Rams. Roy Morgan’s latest data on sporting viewership shows why the Americans are here – with almost 1.2 million Australians watching American Football regularly or occasionally – and nearly four-fifths (940,000) are men compared to only one-fifth (240,000) being women. By age, Millennials are the biggest audience – numbering 320,000, just ahead of Generation X (310,000), and Baby Boomers (280,000). In addition to those likely to watch, a further 4.5 million Australians are willing to watch if someone else in the household is watching – almost 20% of Australians. In addition, around 400,000 Australians already bet on American Football – and this is even more heavily skewed to men (340,000) over women (60,000).

CORPORATES
ROY MORGAN LIMITED, NATIONAL FOOTBALL LEAGUE, SAN FRANCISCO 49ERS, LOS ANGELES RAMS